©2026 Ache. Todos los derechos reservados.
Spotify
La Tamaliza
Activation
Mexico City
December 2023
Creativity, Experiential, Marketing
Context
The tamaliza of the year
In 2016, Spotify launched Wrapped (annual summary): a personalized digital experience based on user data. This experience allows users to view a compilation of their activity throughout the year (from their top most-listened-to artists to their musical personality) and invites them to share it on their social networks.
Wrapped takes place during the first week of December and has become not only a high-impact action, but also a celebration of music; a tradition eagerly awaited year after year by the music industry, the media, artists and, above all, Spotify users.
Objective
Our purpose was to celebrate the year's musical achievements in an innovative and flavorful way, beyond the platform and at a local level, based on a unique insight that would elevate the Wrapped experience.
Challenge
The Idea
We searched and searched among the thousands of musical events that broke the Internet, until we found one that stood out for its local flavor and musical insight: the tamales outside the musical epicenters of Mexico City (the Auditorio Nacional, Foro Sol, Palacio de los Deportes and the capital’s festivals). At each concert, the tamales are named after the bands or artists performing that night; this is how the legendary Post Tamalone, Tamales Muse, Tamales Grupo Firme, “Enjoy the Tamales” in honor of Depeche Mode and even Tamales Taylor Swift were born. These types of names, regardless of musical genre, have generated incredible online conversation on TikTok, Instagram and digital media.
Based on that insight, we designed a menu inspired by the most-listened-to genres that year on Spotify; from there came the Tamal Tumbado with mole and chicken, the Tamal Perreo with green salsa and chicken, the sweet Tamal Pop and the Tamal de Sierreña Awitada with red salsa, cheese and peppers.
We also adapted the Wrapped 2023 identity to every detail of La Tamaliza by Spotify (the menu, cups, plates, napkins and even a food truck) and brought this tribute to different corners of Mexico City: the streets of Roma, Jardín Pushkin, Condesa and San Rafael, as well as various universities. In this way—with a tamal—we paid our tribute to those who have made history in music.
The Spotify tamaliza.
